Five Fast Fashion Brands We Avoid - Good On You
12 Oct

Five Fast Fashion Brands We Avoid

When most of us hear ‘fast fashion brands’, we think of the big brands like Zara, H&M, Forever 21, and Topshop. Sustainable fashion fans have rightly called these big brands out for their poor practices and waste. But there’s a newer wave of brands that have picked up the same destructive business model, and do and say almost nothing about sustainability. Rather than just being a category, fast fashion is a model of mass-producing cheaply made, ‘of-the-moment’ items that are sold at a lower price point. They’re also deliberately made to have a short lifespan (breaking down or shrinking in the wash) and therefore need to be replaced very quickly with newer and trendier items. 

What’s the impact of fast fashion?

Fast fashion’s impact on the planet, people, and animals is huge. The pressure to reduce costs and speed up production time means that environmental corners are more likely to be cut: fast fashion’s negative impact includes its use of cheap, toxic textiles and dyes, and the creation of an alarming amount of textile waste. Garment workers have also been found to work in dangerous environments for low wages, and without basic human rights. Animals are also impacted by fast fashion, from their skin and fur being used to make products, to the toxic chemicals and microfibres that are released in waterways and that are often ingested by ocean life. Finally, fast fashion can impact consumers themselves, making us believe we need to shop more and more to stay on top of trends, creating a constant sense of need and ultimate dissatisfaction.

Five fast fashion brands we avoid

Besides the big names, there are other brands that use the same fast fashion model but have largely escaped the criticism that has followed the likes of Topshop around. That means they haven’t even had to think about doing the right thing, and they have little to no relevant or concrete information on their websites about their supply chains, which is why they are rated ‘We Avoid’.

In some cases, the brand may even make ambiguous claims that look like greenwashing. Transparency is the first step towards a more sustainable business, and we think you have a right to comprehensive and accurate information about how a brand impacts on people, the planet, and animals!

So who are these ‘We Avoid’ brands?:

Missguided

Rated: We Avoid
A woman in a short navy dress

New-wave fast fashion retailer Missguided fails to provide sufficient information on its impact on people, planet and animals.

See the rating.

Fashion Nova

Rated: We Avoid
Two images of a woman in a white tunic top,

Fashion Nova provides insufficient relevant information about how it reduces its impact on people, the planet or animals.  You have a right to know how the products you buy affect the issues you care about.

See the rating.

SHEIN

Rated: We Avoid

SHEIN provides insufficient relevant information about how it reduces its impact on people, the planet and animals. As consumers, we have the right to know how the products we buy affect the issues we care about.

See the rating.

Romwe

Rated: We Avoid

Romwe provides insufficient information about how it reduces its impact on people, the palnet or animals. As consumers, we have the right to know how the products we buy affect the issues we care about.

See the rating.

Nasty Gal

Rated: We Avoid

Fast fashion retailer Nasty Gal fails to provide sufficient information on how it reduces its impact on people planet and animals.

See the rating.

Our five ethical alternatives to fast fashion brands

Don’t worry, if you are in the market for some new pieces to add to your wardrobe, here are our five ethical alternatives for you to consider:

Whimsy + Row

Rated: Good

This LA-based brand makes truly affordable ethical fashion that looks great—a rare find indeed.  By limiting each garment to short runs, Whimsy + Row utilises deadstock fabric, reduces packaging waste, and takes care of precious water resources.

See the rating.

Shop Whimsy + Row.

Seek Collective

Rated: Good

Seek Collective is a line of elevated essentials inspired by the global woman blended with art, craft, and design.

See the rating.

Shop Seek Collective.

Armedangels

Rated: Great

Affordable, ethical and on-trend. Germany’s Armedangels gets a ‘Great’ rating overall from us. The brand covers all the basics for women, men and kids. Armedangels quality and long-lasting pieces are made from eco-friendly and certified materials, like Global Organic Textile Standard (GOTS) certified cotton. The brand also adopted the Fair Wear Foundation Code of Conduct to protect its workers abroad.

See the rating.

Shop Armedangels.

OhSevenDays

Rated: Good

OhSevenDays was started by Australian-Canadian Megan Mummery to promote slow fashion and the ‘power of circularity’. Based in Istanbul, the brand reclaims end-of-roll fabrics from the city’s garment factories and creates sharp, everyday womenswear that’s as wearable as it is ethical. Essentially, they make slow fashion from fast fashion's leftovers!

See the rating.

Shop Oh Seven Days.

ThokkThokk

Rated: Great

ThokkThokk creates striking minimalistic graphic designs bursting with energy that are ecologically and fairly produced.

See the rating.

Shop ThokkThokk.

Learn more about Fast Fashion.

Editor's note

Feature image via Unsplash, all other images via brands mentioned. Good On You publishes the world’s most comprehensive ratings of fashion brands’ impact on people, the planet and animals. Use our Directory to search more than 2,500 brands. We may earn a commission on sales made using our offer codes or affiliate links.

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